A website is an essential part of any business’ marketing strategy, here at Zeal we help our clients get the most out of their brochureware sites.
In the late 90s when I was first starting out my career as a fledgeling developer, brands became increasingly aware that the internet could be another marketing tool for them to reach consumers. An amazing opportunity right? No longer bound by the restrictions of geography, high print and postage costs and the ever looming risk that you may send out 100,000 brochures to your most sought after clients containing that dreaded typo.
So, with this exciting new communication tool now available, what smart, innovative approach did brands opt to do? That’s right – convert their printed marketing brochures, like for like, into a website. And so brochureware was born. How inspiring.
Fast forward to today and modern brochureware sites are much more advanced, but is yours working hard enough?
Let’s cover the essentials.
Know your audience
You’re in a competitive market, fighting with other businesses for the attention of prospective customers who have a question they need answering, or a need that requires fulfilment. You need to be relevant and useful, but in order to do that, you need to know your audience and understand their needs, motivations and deciding factors.
At Zeal, the first step we take on any website project is to work with you to understand your audience better. Using your own knowledge of your customers, analytical data from your site or statistics about your competitors we build up a series of key user personas that typify your current and desired customers. Once we’ve established these – we can root every decision in helping those users discover your products or services and make your brand relevant and useful to them. By taking this approach, you’re on the right path to converting them into customers.
Optimise your site journeys
With a clearer understanding of who your key site users are, we help you ensure that your site is optimised to get the information the user needs as quickly and as smoothly as possible. Reducing the barriers to giving the user what they want results in a pleasant user experience, reflects well on your brand and increases the likelihood of that user going on to convert. These journeys aren’t set in stone – through on-site tracking and A/B testing we work with you to learn more about your audience as your site matures. We’re proactive in spotting opportunities for you to improve each journey or create new ones to further develop your customer engagement.
Users aren’t in ‘buy mode’ or ‘convert mode’ all the time, in fact, as little as 3% of visitors each day will be ready, there and then, to fill in that form, pick up the phone or buy that product. So whilst you can optimise the path from arrival on site to conversion, don’t ignore the 97% who may not convert today. Be relevant, offer them something useful now and they’re more likely to come back when they are ready. We work with you to spot these opportunities and provide the tools to connect with people wherever they are in the sales funnel.
Be visible, and timely
Knowing your audience, optimising their journeys, and creating a beautifully designed responsive site that performs across all devices is great, but if no-one visits your site, it’s pointless. As a full service digital marketing agency, we ensure that your site is built from the ground-up to become visible. From an up-front SEO audit to spot opportunities when the project first begins, to creative content strategies or social and PPC campaigns to ensure your site appears front and centre when your target audience is ready.
But we don’t stop there. We provide you with tools to track your visitors once they do arrive, and follow their engagement with you, over time. This includes integrating with your chosen CRM service and on-site personalisation that makes every key strapline, banner image or call to action relevant to that user. We even provide you with insights into visitor behaviour so that you can trigger notifications both on and off-site to nurture them through to conversion.
Make it easy for you
We’re proud of our ability to demystify the web for our clients – you won’t find us talking in jargon or surrounding your website in smoke, mirrors and digital nonsense. We help you understand your site, how it works, and make it as simple as possible for you to manage yourself. Whether that’s an easy to use CMS with flexible page layouts, some in-house training or working with you to establish the next piece in your ongoing marketing strategy. We’re here to provide you with a website that acts as a springboard from which to grow your business.
Looking for a new website that’s less brochure, and more experience? Get in touch and let’s talk.